Amazon in my country has an image problem. Sure people use it, but people hate it for "killing the high street" and other such nonsense.
Facebook adverts picking random local charities and showing how much they've raised is far better, run them on amazon's front page too.
The local hospice I choose has raised £3k via amazon smile. That's far better PR than them giving £1m novelty cheques to some remote city based charity.
$316.62 to a grade school? Lame.
$100,000 novelty check to a board member’s favorite charity that happens to be run by his son? Now that’s pizzazz with a capital P!